Threads of Passion: The story of MYAU

As we sat down with Assel Janischová, we couldn't help but admire her journey from Kazakhstan to the Czech Republic, driven by a childhood love for drawing and a burning passion for fashion. Her story unfolds like a beautifully woven tapestry, each thread representing a milestone on her path to becoming a fashion designer.

At the tender age of 18, Assel made the bold decision to pursue her dreams in a foreign land, immersing herself in the world of illustration before transitioning to the realm of fashion design. It was in late 2019 that she took the courageous leap to establish her own clothing brand MYAU. Despite the challenges and uncertainties that come with starting a business, Assel's determination and unwavering commitment have propelled MYAU forward.

In her atelier nestled in Šaldová street 9, Karlín in Prague, Assel pours her heart and soul into every aspect of her craft. From conceptualization to creation, she infuses each piece with her boundless imagination and meticulous attention to detail. What sets Assel apart is not just her talent, but her relentless pursuit of perfection. Every garment that bears the MYAU label is a testament to her dedication and artistry.

1. What inspired you to start your own brand and how did the name MYAU come about?

MYAU was founded already in 2012, in the parking lot of McDonald's in Pilsen (near Hornbach), around midnight. My future husband and I were sitting in the car, I was eating apple pie, and he asked what my biggest dream was. I thought for a while and then said that I would like to create something nice to remind people how special they are. Then he asked what it would be called. I took a pencil out of my purse (I studied illustration and always had it handy) and wrote "MYAU" on the napkin. It was so precious that I was afraid to even say it. Over the years, MYAU has changed its form many more times, but the content has always remained the same.

The brand was created out of great love and admiration for women in different stages of their lives. I wanted to create clothes that allowed women to feel comfortable and confident. We believe that clothing should not define who you are: it should rather compliment YOU. We don't have one exact style because women are different - we are there for them and adapt to their needs.

2. What inspires you?

Throughout my life I have met different women with very different needs and requirements for clothing. I've always understood that my clothes can't save or change the world, but I can help change the world for other women. My clients are lawyers, doctors, entrepreneurs, housewives, MOMS - they are passionate about what they do and make the world a better place every day. And I help them feel comfortable in their clothes so that nothing disturbs them. No uncomfortable cuts and lengths, no scratchy zippers. Just nothing. MYAU wants to make their lives better and easier, accompanying them in every role and in every phase of life.

Like our clients, I also go through different stages. When I was looking for a wedding dress and couldn't find the right one, we created the first Festive collection. When I was first pregnant with my daughter, I came up with the perfect fit for a nursing dress that allows you to feel comfortable. Our clients love them so much that they continue to wear them even after they stop breastfeeding.

I always say that MYAU is created by women for women; they inspire me and fuel my creativity.

3. Who does your brand cater for?

MYAU exists for all women who consider comfort and quality of clothing to be their standard of living, not a luxury. For those who want to be sure that their clothes will last a long time. For those who appreciate my approach - knowing even the smallest details about the customer so that the clothes become part of her life.

4. Where can we physically find your models for purchase or testing?

In Prague's Karlín at Šaldova 9 we have a very inspiring space - a showroom, a workshop and

atelier. We do not sew from outsourcers. It is important to us that every part of the production takes place under complete control and that the customer can try on the garment as many times as necessary to ensure that the garment fits perfectly. All the brand's products are created by a small team of four people. By the way, you can take a look at our production - the showroom and the workshop are separated only by a glass wall.

5. What are the biggest challenges in tailoring a wedding dress?

Working with brides is a big responsibility and many details have to be taken into account: the terrain, the weather, the time of the reception, whether the bride will change her clothes. It is necessary to determine whether it is necessary to cover the shoulders. What will be the contents of her purse? Is it a dinner party or a party? We have to consider all aspects, not just body and height.

By the way, some brides want to wear their wedding dress even after the wedding, so we create dresses that can be adjusted and adapted to different situations. In such cases, we suggest creating souvenir items from the wedding - an embroidered veil, a handkerchief for the groom from the same fabric as the dress, a handbag and other accessories.

6. What made you decide to expand your collection with the HOME collection and how was the process different from other designs?

This collection was created during the pandemic when I, like many, spent all my time at home. We couldn't go anywhere, so I wanted a little home decoration. And that's how our pajamas and lounge sets were born - comfortable and beautiful.

A little later, we started to offer children's toys, blankets for newborns, pillowcases and our absolute bestseller - organizers, which we originally designed for shoppers, but our customers began to use them for cosmetics and travel.

The last pair of pajamas was for Christmas. We have created men's and women's Liberty cotton pajama models with a different print for each model, as well as a children's model consisting of two "adult" prints.

7. What materials do you prefer when creating pajamas and what effect do they have on the comfort and style of your products?

The entire collection, like most others, is made from first-class cotton from the British brand Liberty. It is easy to maintain, thanks to the special printing technology, the prints last even after hundreds of washes, and it does not need to be ironed.

We do not make pajamas from regular silk because we value our customers' time and understand that it is not very practical to take pajamas to the dry cleaners after every wear.

8. What is your relationship with sustainable design and how do you try to integrate sustainable practices

into your creation?

It is important to me that my clothes are wearable and serve their owners. I discourage my customers from ordering dresses from the "one wear" range because it is not sustainable. We can always recommend accessories to emphasize our attitude.

We sew things that will last for many years. We always provide individual information on how to take care of a specific item.

All brand pieces come with a lifetime warranty and free service. If something has changed in the customer's life, for example, she stopped wearing a certain cut or length, we will help change the product if the situation allows.

9. How do you communicate with your customers who want a custom-made dress or an individual design?

It is important for me to know many details about the client's lifestyle, about her routine, so that I can offer the most practical model. Before I start the design proposal, I always ask: how much would you like to care for the product, how many times would you like to wear it. We always think ahead about things and the comfort of the client.

Of course, we also pay a lot of attention to character types. We will do as many tests as necessary to make sure the clothes fit perfectly. For convenience, we have even set up a children's corner so that a mother can come with her child and try everything at her own pace.

All customers become loyal friends of the brand. There is always something to staple in their list. Often, when looking at a new material, I remember which client the material might be suitable for which product, and I send it to her for review.

We take care of the client's comfort at all levels. We include maintenance instructions in the orders and complete the products in linen bags so that the clothes do not wrinkle as much as possible. We know everything about our clothes, even after shipping - customers always send us photos in them.

10. What is your vision for the future of your brand and what new collections or products do you plan to launch in the coming years? (here we will elaborate more on the Miami design district)

We do not have planning two years ahead for the release of collections in our marketing plan. We have always adapted to the different periods of our customers' lives. Decisions on the release of new collections are frank and lightning fast. My ideas are supported in the workshop and they are immediately put into practice. Many ideas come from customers. A few years ago, when Prague started to get uncomfortably hot, we made a summer drop of comfortable shirts and shorts in which this feeling of temperature is not noticeable. We started sewing short coats when I started driving a car and I wasn't comfortable in a long coat. The business collection was created after our customer told us that she did not feel comfortable leading an all-male work force while wearing a printed dress.

We have no ambition to become a huge brand and have to outsource. It is important for us to have everything under control. We want to remain a small Czech brand, but expand to foreign markets, producing beautiful and comfortable clothes for women.

Last month, British Tatler contacted us and presented the MYAU FAIRy collection in their May issue. Then came an offer from a pop-up store in the Miami Design District, where we flew with our brand manager and proudly presented the best pieces from our collections throughout April.